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Advertisement Campaign Strategy and Mix of Marketing

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Deliverable Length: 1000-1500 words
Details: Advertisements can be award winning, controversial, successful, or totally ineffective. Different people have different opinions. As a marketing professional, you need to go beyond categorizing ads as successful or not and analyze the techniques used to create the messages.
Provide a brief overview (1 paragraph) of an ad, commercial, or entire advertising campaign, and state whether you consider it effective or ineffective in the United States and another country of your choice.
Providing a link to the actual commercial, advertisement, or product from a site makes the discussion more fun and easier for your classmates to assess the ad you are describing. Note: providing a link is not required.
1. Classify what execution method or methods were used for this advertisement or advertisement campaign. Armstrong & Kotler (2006) list the execution methods as follows:
o Slice of life
o Lifestyle
o Fantasy
o Mood or image
o Musical
o Personality symbol
o Technical expertise
o Scientific evidence
o Testimonial evidence or endorsement
2. Explain the steps involved in determining the target market for this type of company.
3. Examine whether the ad's message and execution methods are a good match to use for the target market.
4. Explain your interpretation, and provide a comment for improvements.
APA STYLE, Citation and References are also needed for this Assignment.

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Solution Summary

Classify what execution method or methods were used for this advertisement or advertisement campaign

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For this assignment, I will select Blackberry's (Research In Motion's brand) series of advertisement campaign in India for repositioning its smartphones in one of the largest and fastest growing markets for mobile phones, ie, India. Blackberry, in association with service providers such as Vodafone and Airtel, launched a series of campaigns in India to reposition its smartphones among a broader target market including youths from its current positioning of blackberry as a smartphones for office or corporate users. The advertisement has been very effective in spreading the company's target message among youths and other new target segments of Blackberry and has successfully repositioned the brand as a smartphone for not just office goers but fun loving people and youth as well.

1. Classify what execution method or methods were used for this advertisement or advertisement campaign.

The primary execution method for these campaigns is based on lifestyle. I have selected lifestyle because the main objective behind the campaign was to reposition blackberry smartphones as a useful device for those that want to do fun things in life and thus, extend the target segment of blackberry to youth from the curent target segment of corporate users or users with corporate lifestyle. Hence, Blackberry launched series of campaigns depicting the use of blackberry for those with fun lifestyle. Especially the ad launched by ...

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Sandeep Bardia, MBA
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  • BCom, SGTB Khalsa College, University of Delhi
  • MBA, Rochester Institute of Technology
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